Enchanted Kingdom: the Place to Be

Enchanted Kingdom is a theme park in the Philippines. It is located in Santa Rosa City, Laguna, about 29 kilometers from manila. It is has a land area of 17 Hectares (14 Acres). The park is managed and operated by Enchanted Kingdom Inc. Formerly name Amtrust Leisure Corporation. Enchanted Kingdom is a member of International Association of Amusement Park and Attractions. It was opened on July 28 1995 surprisingly with huge of customer.

Enchanted Kingdom complete variety of amazing park zone, First is the Victoria park which you can see the grand carousel, victoria scrap book souvenir, parkside sweet & Culinary delight and grand era gifts. Second is the Portabello park, the largest attraction in Enchanted Kingdom you can found here the excitement of 4D Film Theater, Fying Fiesta-Wave Swinger, Rio Grande Rapids, the river rafting ride, shake rattle and roll which is the hunted attraction and last is the extreme Paintball. Here also at Portabello Park you can buy food, drinks and souvenir. Third is the Boulderville is a zone in Enchanted Kingdom that treats for the kids, and these zone has prehistoric theme with dinosaurs as main characters and the most exciting attraction here is the boulderville express – Train Ride, Bumbling Boulders – The Teacups, and the stone eggs the kiddie Ferris wheel. Forth is the Midway Boardwalk is colorful and carefree zone inspired by coney island known as “american playground” that can enjoy the performance of mime artist, jugglers and clowns. The main attraction here is the Anchors away called Pirate Ship Ride, the Dodgem called Bumper Cars, The roller skater called mini roller coaster, Steeplechase arcade – Arcade Game, Up Up and Away called Balloon Ride, Wheel of Faith called the Ferris wheel and the last Extreme Tower Ride called the Drop Tower. Fifth is the Brooklyn place is the a theater and shopping zone designed year 1940, Here you can enjoy the following attraction the Broadway...

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...No. 3)
A requirement for the course MBA 209 030 (MARKETING MANAGEMENT)
Under Prof. Gorgonio T. Parroco, Ph. D.
Submitted by:
MARY CHARISS T. ALIAS
JOCELYN C. BOCAFIGURA
ERIC JOHN T. COÑATE
FRIDA LEN B. PALERMO
JOCELYN YNCHAUSTI
July 21, 2012
I. SUMMARY
An “imported” theme park image was the primary marketing point in the conceptualization of EnchantedKingdom. With class AB as its target market, the park invested heavily on resources to make it meet international standards, rides were imported from abroad and crew are trained from Disney, USA. Initially, the admission price was at high end as it was catering to the high social classes in the country but after economic crisis it adopted marketing strategies that cater to other social classes. The growing popularity of shopping malls had also become a challenge in maintaining park attendance. New marketing strategies should be considered in order for the park to be viable and to be able to expand further.
II. STATEMENT OF THE PROBLEM
How to increase and level park attendance to ensure viability and expansion of EnchantedKingdom?
III. ANALYSIS AND DISCUSSION:
A. Strengths:
1. Seven fantastic theme zones
2. 21 rides and attractions imported from USA, Germany and Japan
3. Fireworks display every weekend
4. Accredited by International Theme Park Inc.
5. Crew members received training from Disney USA
B. Weaknesses
1. High...

...of the place started to wear off)
- Plunged attendance by 1997
- Maintenance made up the bulk of its expenses
- Usually took 30-40 minutes for the visitor to wait (waiting lines) for a major ride during peak seasons because of overcrowding
- The park had to continue incurring fixed overhead costs to serve a very thin crowd during lean months
- Late and/or absence of any sales blitz in the form of posters and flyers to universities and colleges
B. Product Life Cycle
Introduction
Upon opening, the EK started at high price yet the demand is high
Growth
There is an increasing trend for the demand since EK has been well-publicized
Maturity
There was a stable demand for some time then went down due to critical events that took place
Decline
The demand decreases after financial crisis and ineffective publicity/promotion offers.
C. Target Market
The target market of EnchantedKingdom mainly belongs to the AB class. After having two critical events in 1997, the management decided to change their marketing strategies, and targeted the general public like students, government workers, and those who are planning to have parties/celebrations/tours.
D. Product Positioning
EnchantedKingdom has positioned itself as a Philippine leader in world-class themed leisure, recreation, and entertainment committed to provide guests of all ages a total and unique experience of fun and enjoyment....

...costumers look for.
4. Target Markets
The target market is the AB social class. As stated in the company’s corporate mission, the company commits to provide service to guests of all ages.
5. Product Positioning
EnchantedKingdom has its two carnival competitors, namely Star City in Manila and Fiesta Carnival in Cubao. These segment rivals had usual carnival offerings of which EK decided to differ from. Threat of entry is low in the industry because of the need of high capital requirements and so not much potential entrants or rivals can be seen in the picture. However, there is burgeoning competition among the other recreational activities. Threat of substitutes is relatively high because of the existence of malls, movie houses and Splash Island.
6. Marketing Mix or Marketing Strategies
Product
The core benefit of the product is to provide leisure, recreation, and entertainment to the costumers. Aside from providing its basic product of providing rides, parks and shops, EK achieved its expectations from the customers.
Price
To boost guest attendance during the lean months, the management decided to bring down their admission prices on certain days and months to encourage first-time visitors try park’s rides.
Distribution/PlaceEnchantedKingdom is located at Laguna, 30 kilometers away from Makati. With this distance, a point-to-point bus shuttle service is provided routing...

...I. Case Overview
EnchantedKingdom (EK) is the pioneer theme park in the country, boasting seven fantastic theme zones, and imported rides and attractions. An “imported” theme park image was the primary marketing point in the conceptualization of EnchantedKingdom. With class AB as its target market, the park invested heavily on resources to make it meet international standards, rides were imported from abroad and crew are trained from Disney, USA.
However, due to the precarious economic conditions prevailing in the late 1997 onwards, the company deferred its expansion plans. The growing popularity of shopping malls, movie houses, etc… had also become a challenge in maintaining park attendance. New marketing strategies should be considered in order for the park to be viable and to be able to expand further.
II. Situational Analysis
EnchantedKingdom is a theme and amusement park located in Sta. Rosa, Laguna, Philippines. It is approximately 26 kilometers (16.1 miles) from Manila and has a land area of 16.6 hectares. EnchantedKingdom is a proud member of the International Association of Amusement Parks and Attractions. It also got accredited with the International Theme Park Inc. to ensure that it complied with international safety standards. Aside from its 21 rides and attractions, all of which were imported from the United States, Germany, and...

...Product
EnchantedKingdom offers a variety of rides and attractions that is different to other theme parks, recreational parks, and other local carnival operators. It has 7 theme zones with 21 different rides and attractions, food outlets, specialty stores and videogame centers.
Price
Prices may vary depending on the type of package visitors are going to purchase. There are two kinds of School package, first is the Edutainment. It is a guided tour of the park, where the students travel around the place while acquiring knowledge from various topics in Math, Science and History. The cost rate of this package depends on the type of school; for Public Schools (Pre-school to High School), tickets are priced at P150 (student) and P180 (parent) from Wednesdays to Thursdays, P200 (student) and P220 (parent) from Fridays to Sundays, with a maximum of 50 students good for a whole day trip – for every 25 paying students, one who Free of Charge (FOC). Private School Rate (Pre-school to College Level) are as follows: P180 (student) and P180 (parent) from Wednesdays to Thursdays, P250 (student) and P270 (parent) from Fridays to Sundays, with a maximum of 30 students good for a whole day trip – for every 10 paying students, one who Free of Charge (FOC).
The second package is the Discover EK Pass, where EK experience is the main part of the trip. There are 3 choices to choose from for a minimum of 50 students; EK2, EK4 and Special EK4. The...

...many interesting places in the world to visit. Many places are interesting because of their popularity, some are interesting because of the climate and some are interesting because they are always on the news. Chicago, St Petersburg and Armenia are three places in the world that have an interesting history.
Chicago is part of Illinois which is one of states of the U.S.. Chicago is not English word. It’s the word form one of languages used by Indians. It means the strong smell. This city has been called by this name because when the Indians lived in this area onions used to be grown in wide land at this area.
Chicago is located on the banks of Michigan lake, also called windy city because the different pressures over the Michigan lake cause the strong air currents. The Indians lived in Chicago at the old days until 1631 when the traveller and map maker Louis Joulie had reached it After his exploration thousands of people come to Chicago, during 100 years after this exploration the white people fire the war and killed between 5 - 12 millions of Indians. At 1837 the war was finished and during 10 years Chicago expanded 16 Times and grow with economical and industrial development. But during the life of this city there are some things happened lead to effect on Chicago at 1871 on the west of city there was small and old house owned by Mrs. Olay, Mrs. Olay’s was used to rear cows at the backyard and at the evening of one day a...

...SUMMARY-THE ENCHANTED CASTLE
Gerald, Jimmy and Kathleen were at school in a little town in the west of England-the boys at one school and the girl at another. They used to see each other on Saturdays and Sundays at the house of a kind maiden lady named Miss Hervey. As the holidays were fast approaching, they decided to go home instead of being at the house of Miss Hervey. After a lot of letters and telegrams, it was arranged that the boys would go and stay at their sister Kathleen’s school where there were no girls left and no mistresses except the French one. With the permission of the French governess, they decided to go out in the woods for some outdoor games. They went along the Salisbury road and they came to a place where the road went two ways at once. Gerald noticed a cave behind the bushes. They walked through the darkness of the cave. As they reached the other end of the cave, there came a glimmer of daylight and they noticed a castle. They couldn’t find anyone outside the castle. Then they noticed a sleeping princess at the centre of a maze. She had jeweled rings on every finger. Considering her to be like the sleeping beauty Jimmy kissed on the princess’s pale cheek. Immediately she opened the eyes and wondered who aroused her from her long sleep of hundred years. She told it was an enchanted castle. She invited them to a room in the castle and told them that it was her treasure chamber. She even showed them some...

...EnchantedKingdom, Sta. Rosa Laguna, Philippines
July 25, 2009 · Posted in Philippine Attractions
tt twitter micro4 EnchantedKingdom, Sta. Rosa Laguna, Philippines
enchant EnchantedKingdom, Sta. Rosa Laguna, PhilippinesEnchanted Kingdom is a theme and amusement park located in Sta. Rosa, Laguna, Philippines. It is approximately 26 kilometers (16.1 miles) from Manila and has a land area of 17 hectares. The park is owned and operated by Enchantedkingdom, Inc., formerly named Amtrust Leisure Corporation. EnchantedKingdom is a proud member of the International Association of Amusement Parks and Attractions.
This park has a lot for you to offer as well as to your family too. It is a perfect place for past time and a great weekend trip together with your family and relatives. EnchantedKingdom has several theme parks to explore and learn and rides to enjoy. The park offers thrilling rides such as Grand Carousel, Flying Fiesta, Rialto, Space Shuttle, Log Jam, Wheel of Fate, Condor, Up Up and Away, Roller Coaster, Anchors Away, Dodgem, Stone Eggs, Air Pterodactyl, Swan boats, and Bump n Splash.
The Victoria Park is one of their parks that features the Victorian era and displays it in elegance. Entertainers leisurely stroll around the park dressed in costumes inspired by...